Once viewed as a largely B2C strategy, purpose is today widely accepted as critical for businesses of all industries, sizes and sectors. Yet, there is a gap between the identification of an organization’s purpose – Stated Purpose – and its full implementation – Activated Purpose – internally and externally with society.
The B2B Purpose Paradox, How Purpose Powers Business-To-Business Growth surveyed 259 B2B professionals with the title of “director” or higher and was conducted as a collaborative effort between Carol Cone ON PURPOSE, ANA and The Harris Poll. The survey found that:
- Almost nine out of 10 respondents (86%) said purpose is important to their business, indicating that they have a Stated Purpose, and 29% said purpose is critical to all they do.
- 56% of respondents say purpose feels like a PR exercise instead of a business strategy.
- 51% of respondents say purpose doesn’t play a significant role within their competitive set.
- 50% of respondents say their company lacks the capacity to put purpose at the center.
- 66% of Believers said they feel their company would be more successful it if was more focused on purpose.